For the Fall 2012 collection we created this Lookbook as the landing page destination for the majority of our media buy.
Levi’s spent a lot of time working on the Fall Fashion Collection which was to serve as an announcement and demonstration of the future vision of the brand. Never before had they created a collection nor had they ever shown at Fashion week. These were two firsts that we had to capture in the experience as well as give customers the details of the fashions in the line and do so in a fresh and compelling way.
Our approach was to create an immersive parallax experience that delivered an array of rich media content. The site started with a video of the Fashion Week show, then allowed you to dive deeper into each of the product lines. Each product line contained a three tiered story, introducing the product, sharing influencer videos and quotes, pulling in twitter conversations and allowing you to explore and interact with videos of the models in studio.
Customer engagement was high with time spent on the site averaging four minutes.